관광콘텐츠 특성을 이용한 유튜브 이용자 시장세분화 연구

초록

YouTube is rapidly increasing in use rates. Tourism content on YouTube that is created by users has a positive impact on potential tourists’ choices, but it has been understudied, in particular regarding target marketing. The generalization of the market is likely to limit target marketing as content that is produced by creators is reflected in a variety of properties. The purpose of this study is to analyze different groups of YouTube users and disaggregate these groups. To this end, a survey of Koreans who had used the tourism content of YouTube videos within the previous six months was conducted, and 341 valid responses were analyzed. The YouTube user market was subdivided into three categories: entertainment and information-seeking, information and evaluation-seeking, and entertainment and diversity-seeking. These three markets reflected the differences in demographic traits and user behaviors on YouTube. These findings can contribute to the qualitative growth of the YouTube platform market, given that content production is likely to reflect individual needs. This study would be helpful for the tourism industry, which would need the subdividing characteristics of YouTube tourism content that are only focused on variable behavior. This study could also contribute to fundamental data, which distinguishes it from tourism content-specific traits.

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